A concept of a service field and its applications to create service value

A new concept of a service field for creating service values is proposed. This concept is analogous to the field theory in physics and corresponds to the "value in use" concept in Service Dominant Logic (SDL). First, the service field is applied to customer choice as an enterprise countermeasure. Then, the service field is applied to service value creation, where it is essential to identify the service field to create high service values. Based on identification of the service field, a service value creation model called the "KIKI model" is proposed and applied to a B-to-B collaboration framework.